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From May 16-20, 2016 the Development Impact Evaluation (DIME) delivered an impact evaluation workshop in Mexico City, Mexico, aligning researchers, practitioners and producers from entertainment hubs including Hollywood, Nollywood and Bollywood to design and evaluate behavior change campaigns under a new DIME program: Entertainment Education. The workshop was led by DIME in collaboration with the Inter-American Development Bank. Twenty-two projects from Latin America, Sub-Saharan Africa and South Asia were present at the workshop. The workshop created and expanded new partnerships with the different research centers and producers of entertainment education. Workshop researchers and producers included representatives from the following organizations: Bocconi University, University of Pennsylvania, USC The Norman Lear Center, USC Hollywood Health & Society, UCLA Global Media Center, Johns Hopkins Center for Communication Programs, University of California San Diego, University of California Berkeley, Penn State University, University of Colorado at Boulder and Imperial College; UNAIDS, MTV Staying Alive Foundation, Search for Common Ground, Discover the Journey, One Drop Foundation, Asian Center for Entertainment Education and CEO - The Third Eye, The ONE Campaign, Fireworx Media, Cinepolis-Cinemapark, Ncite Neuromedia, Children's Film Society of India, Life Changing Experiences, TV Azteca, TV Globo and Fun Academy

Behavior change campaigns are all around us. By providing information and invoking socially acceptable norms, these campaigns aim to guide us towards positive behavior change. Governments and development agencies invest millions of dollars every year in behavior change campaigns, including handwashing, safe sex, and gender-based violence. However, many of these campaigns are unconvincing, lack inspiring narratives, and are communicated through outmoded and uninteresting outlets such as billboards and leaflets. Systematic reviews of these campaigns from risky sexual behavior to handwashing persistently show little or no effect on behavior.

Storytellers, behavioral scientists can make behavior change campaigns more effective. The World Bank’s 2015 World Development Report “Mind, Society and Behavior” notes that entertainment-education or the purposeful use of mass media entertainment provide role models that could improve audiences’ sense of self efficacy. Mass media campaigns have the power to update audience views of what is “normal” and socially acceptable behavior, especially among poor and less educated populations.

The objective of this workshop is to provide participants with tools that would help them design effective mass media behavior change campaigns and impact evaluations for their own projects. The workshop will introduce cutting-edge techniques of impact evaluation and new measurement instruments, will build an understanding of their importance for policymaking and program design, and, using a hands-on approach, will equip participants with skills like constructing a results chain and applying impact evaluation and measurement techniques to their own projects. The workshop invites projects planning to conduct entertainment education or mass media behavior change campaigns, especially in the areas of Water, Health, and Gender Empowerment. The workshop is designed for teams composed of government policymakers, technical staff, and World Bank task team leaders, as well as for development partners, all working on projects with a component of media behavior change campaigns.

The Theory of Change of Behavior Change Campaigns and Common Challenges

Chair: Jacqueline Devine, Head of World Bank Behavior Change Community of Practice

This session will discuss main theories of change of behavior change campaigns and will be a facilitated discussion within each project to identify the challenges in promoting changes in behavior outcomes under such theories.Presentation

12:00-1:05 PM

(Plenary Session)

Maximizing the Effectiveness of Behavior Change Campaigns (BCC) through Behavioral Research

Chair: Vincenzo di Maro, Senior Economist

Flaura Winston, Scientific Director - The Children’s Hospital of Philadelphia, and Professor - University of Pennsylvania: Effective Health BCC Cases in the USPresentation

Participants will work in groups. Each group will select one project on which it will work for the remainder of the week. Each project will have at least one IE specialist supporting the intervention and evaluation design. At the end of each day, each group will submit their intervention design, results chain and research questions in electronic format to their moderator, using a PowerPoint template.

Grout Work Clinic I: Brainstorming about interventions to work on during the group work clinics.

Group Work Clinic II: Designing evidence based interventions, Establishing a Results Chain, discussing Research Questions

Moderators: Impact Evaluation Specialists

This session will (i) Discussincorporating evidence based interventions into their project design in order to maximize impact; (ii) Establish a results chain for the chosen project. The moderator will then take the group through a framework for establishing a results chain and participants will identify what needs/problems their programs aim to address, and what assumptions they are making that might break the results chain should they not be true’ and (iii) Determine the research questions to be answered by the impact evaluation.

The theoretical concepts discussed on Days 2 and 3 in the policy and technical sessions will be reinforced through group work on a case study. The case study will focus on the various identification strategies and methodologies for constructing a counterfactual.

Project teams will work in small groups, along with moderators, to design an impact evaluation strategy for their chosen project. They will also think through the mechanisms worth experimentally evaluating as separate treatment arms.

5:30 – 7:00 PM

Dinner

7:00 - 9:00 PM

Going to the Movies: Screening of Entertainment-Education productions

Movie theatre screening of entertainment-education productions of leading entertainment producers. The screenings will be followed by a producer panel.

Teams will be matched to presenters for 3 sessions of 30 minutes each to discuss specific topics and contents.

1:40 - 3:10 PM

Lunch

3:10 - 3:30 PM

(Plenary Session)

Gaming with Policymakers

Aidan Coville, Economist World Bank

3:30 - 6:00 PM

(Group Session)

(4:15-4:30 Coffee Break)

Group Work Clinic IV: Identification Strategy and Mechanisms (Cont.), Measurement and Indicators

Moderators: Impact Evaluation Specialists

Project teams will work in small groups, along with moderators, to design an impact evaluation strategy for their chosen project. They will also think through the mechanisms worth experimentally evaluating as separate treatment arms. The proposed design will be recorded in the project’s PowerPoint template. The group presentations to be delivered on Day 5.

Project teams will present their results to the plenary group using the PowerPoint presentation they have been preparing on Days 2-4 (5min/team). Moderators and the other teams will provide practical feedback on the evaluation designs, and implementation and monitoring arrangements. Moderators will verify that the proposed impact evaluation design is robust and that a well-specified process exists for mainstreaming the impact evaluation into project implementation. Each team will leave with a fully developed evaluation design and implementation plan.

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